Traits grow important with increasing age: customer age, brand personality and loyalty

Magdalena Bekk (), Matthias Spörrle (), Miriam Landes () and Klaus Moser ()
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Magdalena Bekk: University of Cologne
Matthias Spörrle: Private University Castle Seeburg (Privatuniversität Schloss Seeburg), Business Psychology
Miriam Landes: University of Applied Management (UAM), Economic and Work Psychology
Klaus Moser: Friedrich-Alexander-University Erlangen-Nuremberg

Journal of Business Economics, 2017, vol. 87, issue 4, No 4, 531 pages

Abstract: Abstract Increasing customer loyalty is important to brands. Using an automobile customer sample (N = 1032), this research examines the relative importance of the joint effects of different brand personality dimensions on customer loyalty both directly as well as indirectly—via customer trust and satisfaction. Results indicate that not all brand personality dimensions are equally important to enhance customer loyalty, trust or satisfaction. Furthermore, analyses address customer age in this context. Older customers tend to rely more directly upon brand personality as a schema-based form of evaluation than younger customers; older customers are less influenced by the more affective and temporarily variable concepts of satisfaction and trust. The results indicate the relevance of an elaborate brand personality, especially for mature markets. The results provide guidance for managers in their communication to specific age-selected target groups to generate and increase their loyalty.

Keywords: Brand personality; Loyalty; Trust; Customer satisfaction; Customer age (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (3)

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DOI: 10.1007/s11573-016-0834-4

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